Rethinking Marketing in the Digital Era: Evidence from Clean200 Global Firms 2019–2023

The era of global green norms and business competitiveness encourages global companies to increase marketing capability, which has an impact on marketing performance. This research examines the gaps in global green norms, which often have consequences for investment in innovation and have an impact on profitability. This research proposes green dynamic marketing capability as a strategic resource for global companies to survive and continue to improve their competitiveness. Using panel data regression with intervening variables, a study was conducted on the variables of organizational learning, green organizational identity, green innovation, green marketing and marketing performance. 40 global companies in Clean200 were used as samples. Data taken from Refinitiv Eikon Thomson Reuters and Annual Report over the period of 2019–2023. The results show that: (1) organizational learning and green organizational identity have an effect on green innovation; (2) the mediating role of green marketing in values transformation of green innovation has an impact on marketing performance; and (2) green innovation has been shown to have a negative direct effect on marketing performance. The results clarify the framework of green dynamic marketing capabilities as a process of value transformation of dynamic marketing capabilities to improve marketing performance.